If you’re a fan of the content we publish, there’s good news! We have more. Over the last few months our writers have been collaborating with other B2B organizations to create articles, guides, and blog posts.

In our first blog post round-up, we covered data-driven public relations, customer-centric business strategies, content marketing, social media, and much more.

Here are a few of our favorites this month:

1. A Guide to Using Social Media for Account-Based Marketing

By now, most B2B marketers have made the transition from a traditional marketing strategy to a more personalized, account-based approach. If you’re not familiar, account-based marketing (ABM) is a strategy that requires sales and marketing to tailor outreach to a specific account’s pain points, goals, and motivators.

ABM’s rise in popularity has made lead volume less important and shifted the focus to revenue. The reason for this is simple, ABM produces more qualified leads, which in turn improves internal alignment and generates more revenue. It’s a no-brainer.

While it sounds easy enough, a successful ABM strategy isn’t something you can just throw together. To drive results, you’ll need to carefully examine and refocus all of your marketing efforts with an account-based mindset — including social media.

Read more: TrackMaven

2. A Guide to B2B Website Design Best Practices

Research shows you only have 15 seconds to capture a visitor’s attention before they leave your site (source)—and, of those who visit your website and find it lacking, only 12% will ever return (source).

So, how do you quickly hook your visitors and keep them interested in your brand?

Through clean website design and intuitive functionality, of course. Consider the following statistics:

  • 48% of people cite a website’s design as the number one factor in deciding the credibility of a business (source).
  • Given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain (source).
  • 38% of people will stop engaging with a website if the content/layout is unattractive (source).

Read more: Inkbot Design

3. Client Data: The Key to B2B Marketing Personalization

In a world where the B2B buyer is faced with a multitude of options, personalization has quickly become the gold standard of B2B marketing. In fact, a personalized experience is often the deciding factor when it comes to converting prospects.  Consider these statistics:

  • In a study of 650 multichannel marketing campaigns, personalized campaigns consistently and overwhelmingly beat out static campaigns in generating a high response rate from recipients (source).
  • 78% of consumers said they were more likely to buy from a retailer that presented them with offers targeted to their interests, wants, and needs (source).
  • 86% of respondents said they would be willing to pay 25% more for better customer experience.
  • 72% of respondents reported that generic marketing messages turned them off from a company.

While the majority of B2B marketers have come to understand the benefits of personalized marketing, many still struggle to drive results. So, where’s the missing link?

Read more: Bop Design

4. The B2B Marketer’s Guide to User-Generated Content

In today’s crowded content landscape, it has become increasingly important for marketers to uncover creative ways to grab – and keep – a prospect’s and a customer’s attention. More than ever before, customers don’t want to feel like they are being sold to. Instead, they want valuable pieces of content that will enrich or improve their daily life.

To put it simply, the promotional messaging that worked twenty years ago won’t work today. So how can today’s marketers pump out enough high-quality content to satisfy readers and convert them to customers? Enter user-generated content.

Read more: Relevance

5. The B2B Marketer’s Guide to Buyer Personas

B2B marketing is constantly evolving to keep up with trends, technology, and consumer preferences. Because most buyers start their journey online—the modern marketer’s biggest struggle is to cut through massive amounts of digital content to reach qualified prospects.

The best way to be heard is to understand your audience and craft messaging that resonates with them. Unfortunately, this is a lot easier said than doneIn fact, 60-70% of B2B marketers say they don’t truly understand their buyers.

This statistic highlights an enormous problem; think of it this way, if you don’t understand your audience, how will you generate effective content, influence their purchasing decisions, or form a relationship with them?

Enter buyer personas.

Read more: Capterra

Be sure to check out these articles and stay tuned for more! In the meantime, contact ZoomInfo today to learn how we can help improve your sales and marketing campaigns.

About the author

Ryan Hadfield

Ryan Hadfield is a content marketing director at ZoomInfo, the leading B2B contact data solution.

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